United Way looks forward to March 1 meeting, week remains in fundraising

Kathleen ThurberMidland Reporter-Telegram

Published 1:00 pm, Tuesday, February 15, 2011

As it nears the last week of its 2010 fundraising campaign, United Way of Midland is working to ensure the community knows it's about more than collecting money.

Executive Director Cynthia Benson said, as has been the case since 2000, the organization will report raising more than $3 million at its annual March 1 meeting. Whether it will have reached the $3.3 million goal set out at the start of the campaign, still remains to be seen.

"We raise over $3 million every year and this year won't be any different," Benson said, speaking from her office one recent afternoon. "More important than the fundraising is the impact dollars have on our dropout rate, drug rate, after-school care ... if we didn't do the work we do people would notice."

Benson said with Midland's low unemployment rate and stable economy, people assume 2010 would have been an easy year to campaign, particularly after low oil prices and a down national economy left donors hesitant in 2009.

However, she said, that's not necessarily the case.

In 2009, companies often didn't want United Way to do an official work place campaign because of the economic condition. In 2010, businesses -- particularly those related to the oil industry -- were so busy many didn't have time to schedule an office visit.

The annual campaign has long centered around rallying support from the community's major employers. To have success, Benson said the United Way typically relies on long-term relationships with a company and its staff. With fewer employees sticking around for decades at one organization and the way people give changing, as well, she said their board is looking at how the campaign can be tweaked.

"Companies could hire someone and they'd stay until retirement," Benson said. "That dynamic has changed. The way we campaign hasn't really changed."

Part of shifting the way they ask for dollars will include helping Midlanders understand United Way of Midland is more than just a middle man in handing out funds to worthy nonprofits, she said. Through its introspective studies, United Way establishes community goals and identifies areas of need nonprofits can target with their programs.

Presently, United Way funds programs that promote education, promote self-sufficiency or promote health -- all areas identified through studying the community's needs.

"We're going to be taking a good, long, hard look at that to see if there's another way to raise resources, to leverage resources, to be able to do the work we do in our community besides just through an annual campaign," Benson said. "I think people really don't recognize our value like they did in the (19)50s and '60s."

United Way also has started bringing organizations together to target a need. A community collaborative grant was awarded in the fall to several organizations that together are working to cut the dropout rate.

"We're really looking at this first one carefully," Benson said. "If this can work the way we think it's going to work, it will reap great dividends."

Benson said in bringing organizations together, they're pooling volunteers, funding and expertise rather than just focusing on funding.

"When we bring all these things together and collaborate then you're going to see some real results," she said.

Nonprofits said United Way is vital to them both because of its financial support and because it validates them to community members who typically know United Way scrutinizes its applicants.

"It is crucial," said Janet Cross, the program coordinator at the Alzheimer's Association Star Chapter's Midland office. "United Way funding is so very important, not just for the money."

Matthew Davis at The Life Center agreed and said regardless of the amount that comes from United Way, it's always helpful in getting their message across. The organization was funded last year for its "Why Would I? Peer Team" program.

Benson said as technology becomes more prevalent they're also seeing donors go straight to an organization's website or even to texting to give. She said they still see regular support from throughout Midland, particularly from those who are connected to the United Way, but that they also want to be able to shift along with donation styles.

Midland, she said, still reports a considerable amount of leadership givers, or those who donate $1,000 or more. It also has large workplaces, like Midland Memorial Hospital, that continue to rally together and give.

Any changes implemented in the campaign, she said, likely won't happen overnight but will be the result of a longer conversation its board members and staff are having.

"We do well. Three million dollars is incredible," she said.

Kathleen Thurber can be reached at kthurber@mrt.com.

Donations are being accepted through Feb. 28. To reserve a seat at the March 1 meeting being held at the Midland Center, call 685-7700.